The Gold Coast Marathon was a rolling showcase for strategic transit advertising. From light rail trams that followed the runners to taxis lighting up the nightlife, brands like Garmin, Voltaren, and Dracula’s met people exactly where they were. With 81% of attendees visiting the city, this was high-impact exposure on the move.
Every year, the Gold Coast Marathon transforms the city into a buzzing hive of international energy. This year the marathon saw over 39,000 runners, spectators from more than 50 countries, and 200,000+ visitors. Marketers and buyers need to see this more than just a race; it’s a prime opportunity for brands to engage a live, mobile audience.
And for transit advertising, it’s our playing field.
Why Transit Advertising Was the Champion of the Weekend
We believe the best advertising doesn’t interrup; it integrates. During the marathon, smart ad placements allowed brands to move with the crowd, embedding themselves into the race experience from dawn to dusk.
Light Rail Ads: Riding Alongside the Action
The Gold Coast light rail became a central artery of movement during the weekend. Running every 6.5 minutes from 4 AM, it was the spectator’s secret weapon used to follow runners along the course. We turned these trams into rolling brand ambassadors, featuring:
Garmin – trusted by athletes
Voltaren – relieving the pain of performance
Musashi – fueling strength and recovery
Foot Locker – stepping into sports culture
Taxi Advertising: Lighting Up the Night Scene
As the day’s race ended, the night scene picked up. On Orchid Avenue, and through the casino and nightlife districts, branded taxis took over. Most notably, we featured Dracula’s, catching the eyes of those heading out for post-marathon celebrations.
In a sea of people, these taxis stood out offering maximum exposure in the heart of after-dark foot traffic.
High-Impact Event Stats That Made It All Work
Let’s talk numbers. This year’s Gold Coast Marathon was a marketer’s dream:
- 39,000+ participants across all 9 races
- 81% of participants were visitors – new audience, fresh eyes
- 200,000+ people travelled into the city
- 1,200+ volunteers supported the event
- 9 races over 2 days, with the city fully activated
- Sold-out accommodations ensured people stayed longer and moved around more
We didn’t just advertise. We travelled, mingled, and interacted with audiences when and where it mattered most.
Why We’re Transit Advertising Experts
This campaign isn’t a case study; it’s our calling card. We specialise in meeting audiences where they are, turning every tram, taxi, bus and turn into a chance for connection.
If you’re looking to:
- Reach large, diverse audiences
- Integrate your message into the movement of real life
- Be seen and remembered at peak moments
Then you’re ready for smart transit advertising.
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